SOCIAL
YouTube Shares Tips on How Creators Can Optimize for Connected TV Viewing
Connected TV is the fastest growing viewer segment for YouTube, with more and more people now looking to consume YouTube content on their home TV set.
That presents a unique opportunity for creators and advertisers to align with more traditional, and more embedded viewer engagement processes – but in order to make the most of the bigger screen format, you need to consider how your content appears to TV viewers, and what you can do to optimize for it.
And this week, YouTube has provided some new tips on exactly that, with YouTube’s Creator Insider channel outlining five key notes to consider when creating content with Connected TV viewing in mind.
First off, YouTube says that you should be looking to upload your content in 4k.
“TVs are a great way to show every pixel of your best content. YouTube is the only platform that can ingest the latest high-end production quality sources and TVs are often the only surfaces that can reliably play them accurately.”
YouTube says that the latest TVs are capable of streaming content in 4K, 8K and HDR, so taping into this, where possible should be a key consideration.
“For creators that have invested in high-end equipment, TVs are the best place for their viewers to watch and experience the videos as the creator intended.”
Of course, not every channel is going to see a high percentage of Connected TV viewership, but you can check out how many people are watching your clips on TV sets in your YouTube Studio advanced analytics.
YouTube also says that creators should upload high resolution thumbnails for their videos, as thumbnails will appear much larger on larger TV screens.
YouTube also advises that creators should try to hook viewers with the first 10 to 30 seconds of their upload, in order to capitalize on inline preview (the autoplay preview when a user hovers over the thumbnail), which will help to maximize interest.
YouTube also says that creators should try to make episodic content, and mark their episodes within the playlist settings.
“Video titles should lead with the episode title and the series name as a suffix – for example ‘video title’ [series name]”
That, again, leans into more traditional TV viewing behavior, and will help users understand that each episode is a part of a bigger set, that they can consume in the app.
Finally, YouTube also advises that thumbnails should have consistent look while also communicating with each specific episode is about.
Again, this all links back to embedded, habitual viewing behaviors on TV, with YouTube looking to better align creators with these processes, in order to drive more interest.
These are some handy tips, and it is worth considering how people are consuming your content, and how you can optimize your channel presentation for different formats.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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